Conversational Selling

Helping advisors thrive is at the core of everything we do at The Covenant Group. We apply a best practices methodology to answer the question: What distinguishes the top performing advisors from the other 99%? What has led to their success is the implementation of a set of six principles. Top performers apply these principles to set themselves up for sustainable growth: Principle #1: Where relationships matter, so too do conversations and stories. Principle #2: The narrower your focus, the bigger the opportunity. Principle #3: If you know how to open, you don't have to close. Principle #4: Buying is a series of micro-decisions. Principle #5: What separates high performers from average performers is the time horizon in which they think and act, plan and implement. Principle #6: There are three truths in decision-making. All decisions are value based, confidence based, and risk based. You don't have to take my word for it. This book features interviews with highly successful advisors, so you will see how they apply the principles in real-life scenarios. You stand to learn from the best how to manage and grow client relationships. One more key item separates elite performers from average performers—they understand the importance of stories. A sales conversation involves stories. The buyer and seller share their narratives. A successful outcome is a shared story. My purpose in writing this book is to help advisors reach the next level of their business and the level after that. The concepts are practical and proven. In these pages are models and methods that enable you to attract and retain the right clients.